THANKS TO A DYNAMIC ATTRIBUTION MODEL AND THE INTELLIGENT MANAGEMENT OF TRAFFIC DATA FROM DIGITAL MEDIA CHANNELS.

Traffic tracking platform for digital media channels visiting e-commerce sites. Collection and Organisation of daily traffic data. Attribution of conversions to channels based on their real importance in the decision-making process (not just Last-Click). Consolidation of traffic and conversion data for online analysis using Google Data Studio and Google Sheets dashboards.

DYNAMIC CONVERSIONATTRIBUTION

Multi-channel Conversion Attribution Model. Effective, modern and inexpensive alternative to Last-Click without the need for a DMP. Rewards all channels that have contributed to conversions by differentiating between types of traffic (prospecting, retargeting, affiliate, organic, direct, etc.).

The Attribution Algorithm can be weighted and customised for each individual customer and their e-commerce project.

CPA Dashboard - Special dashboard based on Google Sheets that analyses the consolidated results by inserting them into value limiters (performance dashboard). Special tool that allows for increased media investment while keeping the CPA and BV (Business Volume) under control.

TESTIMONIALS

Gabriele Taviani

AUTHOR OF THE BOOK "RETARGETING MANAGEMENT" HOEPLI 2017

I started investing in Facebook Advertising in 2014. At a certain point, thanks to Google Analytics, I realised that the FB campaigns weren't performing, so I put Facebook acquisitions on hold. At the same time, I also noticed a significant drop in conversions from the Google AdWords channel. That's when I understood the importance of upper funnel traffic and, above all, I understood the importance of DATA in terms of collection, attribution and analysis. These realisations allowed me to achieve significant sales increases: over 450% in 2.5 years for Emozione3 (Smartbox group) and over 50% in 1.5 years for BottegaVerde. I wanted to offer this experience and this method of collecting, attributing and analysing DATA as part of a platform available on the market. The result was Slymetrix, the data management platform for e-commerce digital marketing.

For e-commerce sites, attributing the goals achieved is the key to distributing investments in the various digital media channels based on the actual influence that each individual channel has had on the achievement of a goal.

Innovative conversion attribution system developed by Brokerad, removing the need for expensive and complex data management platforms (DMPs). It works by attributing daily conversions to the media channels that developed the traffic while taking into account different channel and tracking factors.

Over the years, Brokerad has developed a complex and proprietary algorithm for digital media channel conversions that suggests the volume of daily conversions to be attributed to each digital media channel.

The data featuring the weighted and consolidated conversions can be used to produce various dynamic reports that compare the results of the different digital media channels. These reports allow you to understand the true effectiveness of the various integrated digital media channels and, above all, to make immediate decisions regarding the optimisation of investments and the delivery of traffic.

The results of the delivered and converted traffic are organised according to the type of campaign goal: Prospecting (interest, with a site visit as the objective), Retargeting (persuasion, with the goal as the objective). This distribution of channel results allows investments in Prospecting and Retargeting to be optimised correctly, something which is not possible with traditional Last-Click and First-View attribution.

HOW IT WORKS

Via an automatic connection with Google Analytics, the platform records the results of the previous day for each project (e-commerce website): visits, users, goals (conversions) and revenue. Optionally, e-commerce management software can also be connected as a source for the following values: goals (sales) and revenue (turnover).

The weighting algorithm analyses the channel data recorded by the Channel Managers in real time and, based on the configuration parameters set for each customer and project, provisionally attributes the volume of conversions to each digital media channel.

The Digital Manager regularly accesses the various daily records in order to analyse the results recorded by the channels and attributed by the algorithm. The Digital Manager can intervene to manually adjust the attribution before consolidating the final attribution results.

Thanks to the integration with GDS (Google Data Studio), the consolidated data is available for analysis and can be used to produce dynamic reports. A range of pre-configured and customisable reports are available to anyone authorised by the Digital Manager. Using these reports, filters can be applied and historical and trend reports can be produced.